Every telco in Malaysia was cutting prices. Tune Talk raised theirs, and doubled its subscriber base in a year.

Nafis Nazri, Head of Product and Loyalty at Tune Talk, joins Santosh Reddy, President APAC at Capillary Technologies, for Episode 2 of Loyalty Out Loud.

They get into:
-Growing from 900,000 to 1.8 million subscribers in a market everyone called saturated
-Why raising prices while everyone else cut them was a loyalty decision, not a pricing one
-Cutting 192 plans down to three in the name of simplicity
-Opening the app to non-subscribers and converting 30% of them
-Why customers get addicted to the feeling of a reward, not the reward itself
-Why copying a loyalty playbook never works unless you change how you think
-Why Nafis is deliberately not building a super app